British trout has received a resounding seal of approval from Sainsbury’s after the supermarket chose it as one of five alternative species to be promoted in its Switch the Fish campaign.
David Bassett, Chief Executive, British Trout Association commented: “It’s fantastic to see Sainsbury’s supporting rainbow trout in its Switch the Fish campaign and our members are already reporting an increase in demand for trout fillets which is very positive for the industry in the UK. Consumers all too often stick with what they know, so it’s refreshing to see a major supermarket get behind species like trout, and help make this delicious and sustainable fish a more common feature on the nation’s shopping lists. The increase in sales and customer demand is the practical manifestation of policy drives towards a more sustainable consumption of fish, as witnessed recently with the launch of the Reformed Common Fisheries Policy with a clear endorsement for farmed fish.”
